How do we reinvigorate Fox's Biscuits, a tired British biscuit brand?
With a New Jersey Panda, of course. Vinnie is a gangster with a sketchy past. He's best known for his love of the finer things in life, from Italian handmade shoes, furniture from Denmark to the finest Fox's "biswcuits" in England.
To engage his online fans, we created an auction of his belongings. Each item alluded to Vinnie's criminal past. We sold everything from a blood stained Persian rug to a fridge freezer containing mysterious meat cuts.
The items were delivered with small narrative stories attached to each piece - as well as some free Fox's Biscuits, of course.
All of the profits were donated to Crimestoppers, giving us a brilliant PR story to leverage.